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A BBDO New York push for home-improvement chain Lowe's focuses on its helpful and knowledgeable staffers. The six documentary-style TV ads dispense with the voice work of Gene Hackman, who has been making Lowe's ads since 2001. "We needed a more plain-spoken voice, a less authoritative, less recognizable voice," said Tom Lamb, senior vice president for marketing and advertising at Lowe's.

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Lowe's will continue using Vine ahead of Black Friday, with each video offering information about sales and special offers. "Vine has recently started offering tracking metrics to contributors, and we're seeing over 17,000 hours of engagement just this year," said Tom Lamb, chief marketing officer of Lowe's. "At six seconds per view, that's a huge number."

Five months ago, Staples barely had a presence on Twitter; now, it has 20 dedicated Twitter reps working to engage 32,000 followers. The company scrapped the form responses it once used and learned to develop a distinctive "tweet voice," says marketing chief Heather Deschenes. "Part of our branding is to make sure we have a voice," Deschenes adds. "If you read through some of our tweets, you'll see that voice come to life."

A BBDO New York push for home-improvement chain Lowe's focuses on its helpful and knowledgeable staffers. The six documentary-style TV ads dispense with the voice work of Gene Hackman, who has been making Lowe's ads since 2001. "We needed a more plain-spoken voice, a less authoritative, less recognizable voice," said Tom Lamb, senior vice president for marketing and advertising at Lowe's.

A BBDO New York push for home-improvement chain Lowe's focuses on its helpful and knowledgeable staffers. The six documentary-style TV ads dispense with the voice work of Gene Hackman, who has been making Lowe's ads since 2001. "We needed a more plain-spoken voice, a less authoritative, less recognizable voice," said Tom Lamb, senior vice president for marketing and advertising at Lowe's.

Voiceovers are lucrative gigs for celebrities, and there is a trend among marketers toward using less authoritative, younger, more "textured" voices. As a result, longtime professional voice actors are complaining that they are losing out on jobs cast by young agency types who prefer more youthful performers.